Objective-based campaigns

Objective-based campaigns and pricing allow advertisers to pay for the actions that are aligned with their marketing objectives. To support these, set the appropriate objective on line items.

The parameter used on the line item write endpoints and returned on the read endpoints, is objective. This field has the following possible values as of today:

  • APP_ENGAGEMENTS
  • APP_INSTALLS
  • FOLLOWERS
  • ENGAGEMENTS
  • REACH
  • VIDEO_VIEWS
  • PREROLL_VIEWS
  • WEBSITE_CLICKS

Objectives impact how we optimize campaigns in our auctions and how we bill on those campaigns. We enable pricing based on objective, such as CPAC for APP_ENGAGEMENTS, CPAC or CPI for APP_INSTALLS, CPLC for WEBSITE_CLICKS, CPF for FOLLOWERS, CPE for ENGAGEMENTS, and CPM for REACH.

Mobile app promotion campaigns are required to contain either the APP_ENGAGEMENTS or APP_INSTALLS objective.

Note: Line items with different objectives are not allowed under the same campaign.

Campaign objective

API objective

Media in Tweets

Pricing model

Campaign objective

App re-engagements

API objective

APP_ENGAGEMENTS

Media in Tweets

Image or video app download card required.

Pricing model

CPAC

Campaign objective

App installs

API objective

APP_INSTALLS

Media in Tweets

Image or video app download card required.

Pricing model

CPAC or CPI (set using charge_by)

Campaign objective

Reach

API objective

REACH

Media in Tweets

No restrictions.

Pricing model

CPM

Campaign objective

Followers

API objective

FOLLOWERS

Media in Tweets

Tweet not required, but recommended. There are no media restrictions on Tweets for Followers campaigns, though we recommend text-only Tweets. (More information here.)

Pricing model

CPF

Campaign objective

Engagements

API objective

ENGAGEMENTS

Media in Tweets

No restrictions.

Pricing model

CPE

Campaign objective

Video Views

API objective

VIDEO_VIEWS

Media in Tweets

Video conversation card, video, or GIF required.

Pricing model

CPV or cost per 3s/100% view

Campaign objective

Pre-roll views

API objective

PREROLL_VIEWS

Media in Tweets

Video required.

Pricing model

CPV or cost per 3s/100% view

Campaign objective

Website Clicks

API objective

WEBSITE_CLICKS

Media in Tweets

Website card recommended, but not required. Tweet must have either a website card or a website link (not both).

Pricing model

CPLC

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